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Programmatic Ad Buys
International Advertising Buys
By HOGO
2WMi DESKKey Benefits
*does not include ad serving fees
ALL INCLUSIVE SERVICE MANAGED 100% IN-HOUSE
LESS interaction with media vendors
MORE media efficiencies and cost savings
FASTER digital campaign setup
REAL-TIME bidding and optimizations made by our team
ACCESS to a variety of DSPs providing higher quality reach
OPPORTUNITY to test out select direct publishers at lower cost and smaller budget levels
3WMi DESKWhat is it?
WMI DESK SERVICE INCLUDES:
• Campaign strategy
• Setup and management
• Programmatic buying • With access to a number of DSPs and Exchanges
• Negotiation and executions of PMPs (Private Marketplace Deals)
• Granular real-time reporting• Including but not limited to: top performing audiences, domains,
contextual keywords
Our programmatic trading team will make real-time optimizations and strategy updates to ensure campaign effectiveness.
4WMi DESKHow It Works
Website has inventory available
WMi Desk DSP serves ads to users
WMi Desk connects to exchange to access
inventory
Additional targeting layers & audience data is layered on to narrow
in on our target audience
Data is gathered and analyzed to make
further optimizations
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BRANDSAFETY
GEOGRAPHY
WMi DESKCampaign Benchmarks
VIEWABILITY ENVIRONMENT
Specific parameters are put into place before launch to ensure our campaign benchmarks are always being met.
Implement pre-bid blocking by DoubleVerify to ensure brand safety
Rather than optimizing towards viewability, we only target inventory with 70% or greater viewability to meet our 70% + benchmark
We have the capability to run media across all environments and will align this with the campaign KPIs
Can target by city to zip code and radius (will geo-target top market list provided); states (USA), and more
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CONSIDERATION
WMi DESKReaching Consumers
AWAR
ENES
S
CONS
IDER
ATIO
N
DREAM
PLAN
Key Actions on Site
‘CO
NVER
T’
Prospecting affluent travelers on premium and luxury travel sites through pre-roll, native, display & interactive ad units.
Reaching consumers with the intent to cruise layering on behavioral and contextual targeting through display ads.
WMi Desk can reach consumers at each phase of the funnel depending on the campaign KPIs
Re-engaging with consumers who were in our funnel and then dropped off through retargeting ads
6 Top ‘lead actions’ to be tracked on site: Email Sign-up, Request a Quote, Ask, Find an Agent, Order a Brochure, Voyage Finder
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CONSIDERATION
WMi DESKDefining Tactics to Reach and Build Crystal Audience
• Applying Demographic targeting, such as HHI 100K+ and age 45+ to a premium site whitelist and a travel site whitelist that index high for the 1st
party audience
• Look-a-like modeling off of the 1st party data gathered by our DCM floodlight tags and/or the eCRM database to drive an incremental and similar audience to the site
PROSPECTING
• Applying 3rd party audience segments that align with our brand, such as luxury travelers
• Building and targeting Custom Affinity Audience segments based off people that visited competitor sites and/or went to OTA brand pages
• Leveraging on-site keywords to target specific content that aligns with the brand, such as “top luxury cruises” so that we can reach users that are planning their next voyage
BEHAVIORAL CONTEXTUAL
• Using our 1st party data gathered by our DCM floodlights to target users that have landed on the site, but did not take any actions on the site
RETARGETING
8WMi DESKTest Campaign Recommendation (Cruise Line Sample)OBJECTIVES• Drive qualified users to the landing page to request a quote • Build brand awareness for Luxury Cruise brand and its unique
positioning relative to competitors and in the luxury travel category
STRATEGIES / TACTICS• Build / define potential new audiences (e.g. younger,
aspirational demo) through targeting & testing• Support premium endemic publisher buys & SEM campaigns • Expand potential audiences through peripheral interests and
passions points (e.g. culture, theater, gastronomy)• Utilize a variety of targeting and buying methods to determine
best-performing approach • Rotate in multiple creatives and ad formats
TARGETING• Specific Geos/demos (cast net wider to start)• Contextual• Behavioral• Prospecting• Retargeting
Prospecting25%
Behavioral40%
Contextual25%
Retargeting10%
INVESTMENT BY TACTIC
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RECOMMENDED PLACEMENTS / AD UNITS• Display Banners (HTML 5)• Pre-roll Video • Native – developed at no additional creative cost, using an image, logo, headline, and CTA
BUDGET/FLIGHT• Recommending launching w/ heavier spends month during Wave Season (April-June) • Run as an ‘evergreen’ campaign for balance of year with budget weighted lighter (July-December)• Total: $100K*
• Can initiate campaign w/ test budget for month 1 & 2
*Budget is flexible based on performance and overall budget allocations.
WMi DESKTest Campaign Recommendation (Cruise Line Sample)
Other Considerations
• Inclusion of OTA’s, Travel Deal / Offer-oriented Sites? • Role of promotional-oriented messaging (vs. brand)
• Test out premium financial/news-oriented sites such as Bloomberg and Wall Street Journal
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MACAU (HEAD OFFICE)
Suite B, 10F Great Will Building665 Avenida da Praia GrandeMacau SAR+853 2835 [email protected]
HONG KONG
305, 3/F InnoCentre72 Tat Chee AvenueKowloon Tong, Hong Kong+852 3188 [email protected]
JAPAN
Dojima AXIS Bldg, 4F-Synth2-2-28 Dojimahama, Kita-kuOsaka, Japan 530-0004+81 70 2314 [email protected]
VIETNAM (HO CHI MINH CITY)
7/F Sky Center Building10 Pho Quang, Ward 2, Tan Binh Dist.Ho Chi Minh City, Vietnam+84 901 3636 71 [email protected]
THAILAND (BANGKOK)
305, 3/F InnoCentre72 Tat Chee AvenueKowloon Tong, Hong Kong+852 3188 [email protected]
CAMBODIA
S.I Building, 2nd Floor#93 Preah Sihanouk Blvd.Sangkat ChaktumukPhnom Penh, Cambodia+855 1090 [email protected]
Contact HOGO